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Publication Detailed Description
The effects of privacy concerns, perceived risk and trust on online purchasing behaviour
Journal Title
International Journal of Internet Marketing and Advertising
Year (definitive publication)
2017
Language
English
Country
United Kingdom
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Abstract
This study aims to analyse how privacy concerns have an impact on the consumer's intention to make online purchases. A research model was developed establishing the mediating role of trust and perceived risks. The results of the empirical survey (n = 900) show that the relationship between privacy concerns and purchasing intention is partially mediated by trust, perceived risk, and attitude. The results of a multi-group analysis show a different impact of privacy concerns on trust and perceived risks for males and females. Implications and further research suggestions are presented.
Acknowledgements
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Keywords
E-commerce,Perceived risk,Privacy concerns,Purchasing behaviour,Trust
Fields of Science and Technology Classification
- Economics and Business - Social Sciences
